NILINAW ng Department of Tourism (DOT) na galing sa opisina ni Presidential Adviser on Creative Communications Sec. Paul Soriano ang namataang advertisement sa iconic na double-decker bus sa London, UK na may katagang, “We give the world our best. The Philippines”.
Ito ay matapos na kinuwestiyon ni Senator Nancy Binay ang nasabing ad at nanawagan sa DOT na huwag munang ituloy ang plano nitong rebranding ng tourism campaign slogan ng Pilipinas.
Makikita rin sa ad ang Pinay nurse na si May Parsons na nagturok ng unang COVID-19 vaccine sa buong mundo.
Paglilinaw pa ni Tourism Sec. Christina Garcia-Frasco na hindi pa pinapalitan ang tourism slogan na bansa na ‘It’s More Fun in the Philippines’.
“The intention, as I understand, is to present to the world the best that the Philippines can offer and to honor those that have devoted their lives to carrying our nation’s aspirations—that is our Filipino workers abroad who do give their best in everything that they do,” pahayag ni Sec. Christina Garcia-Frasco, DOT.
“But we do clarify that the ad that was released in London is not yet the tourism ad of the Department of Tourism as we are releasing the branding campaign subsequent our consultation with our tourism stakeholders whose opinions we greatly value as well,” dagdag ni Sec. Frasco.
Sec. Frasco, walang nakikitang ‘disconnect’ sa country branding ng Pilipinas
Ipinunto rin Binay na tila may ‘disconnect’ sa bagong slogan na para naman kay Frasco ay wala naman siyang nakikita.
Dagdag pa ng kalihim na ang nasabing ad ay maaari ding maghikayat ng mas maraming dayuhang turista na bumisita sa bansa.
At aniya ay wala nang mas mabuting maging tourism ambassador ng bansa, kundi ang overseas Filipino workers na ipinakita sa mga dayuhan ang sulyap ng pagmamahal at mabuting pakikitungo ng mga Pilipino.
“To my mind, it honors their hard work and the fact of the excellence and service that they have to present to the world on one hand, and on the other hand, it’s also aspirational natin dito now that we are stating that we do give our best in everything that we do, especially in terms of tourism. So, I don’t see a disconnect. I see only an opportunity for alignment with the country branding,” ayon pa kay Frasco.
Kasalukuyang tourism slogan ng bansa, sasailalim ng ‘enhancement’—Sec. Frasco
Ibinahagi naman ni Secretary Frasco na sasailaim ng ‘enhancement’ ang kasalukuyang tourism slogan ng bansa na ‘It’s More Fun in the Philippines’.
“We will enhance the existing slogan in consultation with our stakeholders, and we will make sure that it is perfectly aligned with the country branding for the Philippines, that is “we give the world our best,” pagtatapos ni Frasco.
